Morocco took an active role in the 26th session of the UN Tourism General Assembly, held in Riyadh from November 7 to 11, 2025. Leading the Moroccan delegation was Fatim-Zahra Ammor, the country’s Minister of Tourism, Handicrafts, and Social and Solidarity Economy. Representing one of the 148 participating member states, she delivered Morocco’s message at a gathering that marks a pivotal moment for global tourism.
This year’s assembly came at a transformative time for the industry, coinciding with the 50th anniversary of UN Tourism. As the organization’s highest decision-making body, the assembly laid out new strategic priorities focused on sustainability, workforce development, digital innovation, and the ethical adoption of artificial intelligence in the sector.
In her address, Ammor highlighted Morocco’s impressive tourism rebound, noting that the country welcomed 16.6 million visitors by the end of October—up 14 percent from the previous year. She stressed the need for African nations to fully benefit from UN Tourism initiatives, arguing that the continent’s tourism boom should directly translate into tangible economic development. “Tourism in Africa is growing at twice the global rate. That momentum must lead to job creation and real local impact,” she stated.
A key milestone of the session was the ratification of an agreement establishing a future UN Tourism regional office in Rabat. Designed to drive innovation and development across Africa, this new hub is expected to become a vital resource center for countries across the continent.
Another major development was the election of Shaikha Al Nowais as the new Secretary-General of UN Tourism—a move seen as a strong endorsement of greater female leadership in the global tourism sphere.
On the sidelines of the assembly, Minister Ammor held bilateral meetings with her counterparts from Niger and Cambodia to explore stronger tourism partnerships. She also engaged with Saudi investors and tourism stakeholders to promote Morocco as a compelling and opportunity-rich destination.
